Is there anybody out there?
New Book Reports 37% of All Advertising Is Wasted: Five-Year Research Project Tracked $1 Billion in Spending by 36 Major Marketers [...]
The authors cite fear of failure -- and firing -- as possibly the biggest problem for marketers seeking to improve ROI. The core of the book is a description of and entreaty for a "commercial optimization process" covering messaging strategy, creative and media planning -- a sort of Six Sigma for marketing. But like any continuous improvement program, it requires analysis of failure, which has become almost impossible for some to admit for fear they'll be fired.
